Brooks Brothers Email Preferences & Re Permission Strategy
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We realized the following and worked quickly to build this into our strategic plan: 1. Listen to when customers opt-in and out of messaging – across every channel 2. Give customers control over marketing frequency 3. Listen not just to opt-ins and opt-outs, but to the type of messaging customers want to receive 4. Give customers the ability to manage preferences not just on the website, but wherever they interact with your brand 5. Ensure that the preference data marketers have is in a single place and is always up to date
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Brooks Brothers Email Preferences & Re Permission Strategy
- 1. EMAIL PREFERENCE & REPERMISSION STRATEGY 2012 STRATEGIC PLANNING MEETING
- 2. EMAIL LIST LIFECYCLE 1 NEW EMAIL SUBSCRIBERS UNSUBSCRIBERS • DELIVER RELEVANT CONTENT • OPTIMIZE FREQUENCY • ENGAGE • UNSUBSCRIBER ‘WIN BACK’ • UNSUBSCRIBER SURVEY ACTIVE SUBSCRIBERS AND INACTIVE SUBSCRIBERS 1 2 3 LIFECYCLE STRATEGY
- 3. EMAIL LIST CURRENT STATE 2 BROOKS BROTHERS EMAIL LIST IS STATIC YOY WE LOSE AS MANY SUBSCRIBERS AS WE GAIN BROOKS BROTHERS EMAIL LIST SIZE: 2012 SAS Period: 913,803 2011 SAS Period: 909,583 GROWTH = +0.5% WEEKLY New Subscribers: 9,000 Unsubscribes*: 8,000 * Includes approx. 1,000 undeliverable emails
- 4. 200K EMAIL SUBSCRIBERS HAVE BECOME INACTIVE YOY - INACTIVES DO NOT OPEN OR CLICK IN 12 MONTHS REPERMISSIONING INACTIVES CAN REACTIVATE THEM - UNRESPONSIVE INACTIVES WILL BE REMOVED FROM THE FILE - ENSURES DELIVERABILITY - PREVENTS BROOKS BROTHERS FROM BEING CLASSIFIED AS SPAMMER UNSUBSCRIBES REACTIVATION OPPORTUNITY 3
- 5. OPTIMIZATION STRATEGIES 1. ENSURE BROOKS BROTHERS IS NOT A SPAMMER • Mail INACTIVES slowly—about 10,000 per day for 20 days; two step process MESSAGE 1: <Anyone who opens or clicks email will be added back to our ongoing mailing list> • Message 2 sent 5 days after Message 1 to anyone who did not open/click MESSAGE 2: <Anyone who clicks email will be added back to our ongoing mailing list> <All others will be removed from our mailing list> 4 Special Offer from Brooks Brothers It’s been a while since we’ve heard from you, we’d like to offer you Free Shipping on any purchase with code SHIP777. Would you like to customize your email experience with Brooks Brothers? −Click Here To Change Your Interests −Click Here To Receive Fewer Emails from Us We’d like to keep in touch! Please click here to confirm you would like to continue receiving Brooks Brothers emails. If we don’t hear back by January X, we’ll take you off our list but you can still resubscribe at any time.
- 6. OPTIMIZATION STRATEGIES, continued 5 2. GIVE THE CUSTOMER CLEAR CHOICES Reduce number of spam complaints by adding “Update My Email Preference” link UNSUBSCRIBE LOCATION Include copy such as “We respect your privacy, please view our privacy policy” CONSIDER ABOVE THE FOLD “UPDATE MY PREFERENCES”
- 7. 6 3. GIVE OUR CUSTOMERS CHOICE (CURRENT STATE) Person will now get 1-2 emails per week Remove person from email list, send person to Unsubscribe Survey Send person to Email Preferences Page OPTIMIZATION STRATEGIES, continued OPTION 1 OPTION 2 OPTION 3
- 8. 7 OPTIMIZATION STRATEGIES, continued 4. EXPAND PREFERENCES – GIVE CUSTOMERS MORE OPTIONS CURRENT INTERESTS: • BROOKS BROTHERS CLOTHING & ACCESSORIES • FACTORY & “346” STORES • OUR BLOG “ OF ROGUES & GENTLEMEN” ADDITIONAL INTERESTS*: • SALES • HISTORY • STORE EVENTS • NEW ARRIVALS • PRODUCT RECOMMENDATIONS • FORMALWEAR • CASUALWEAR • MEN • WOMEN • KIDS • BLACK FLEECE • APPAREL • ACCESSORIES • *Interests should be supported with enough content to email at least 1-2 times per week • This optimizes engagement and avoids the inactivity which causes susceptibility to spam traps
- 9. 8 OPTIMIZATION STRATEGIES, continued 5. TAKE ACTION ON SURVEY RESULTS
- 10. APPENDIX – UNSUBSCRIBE SURVEY RESULTS Period of Analysis: November 1, 2012 – December 31, 2012 Responses I receive too many emails in general – 51% I receive too many emails from Brooks Brothers – 31% I don’t find the content of Brooks Brothers’ emails relevant – 11% I’m concerned about my privacy and sharing personal information online – 4% Other – 3% 9
Editor's Notes
- Email lifecycle begins with acquisition and in our best case scenario, subscribers stay active. For those that lose interest and become inactive, we need consider what we can do to prevent them from ending up as unsubscribers, or worse, bait for spam traps. Unsubscriber “win-back” helps us learn what might keep customers from opt-ing out Unsubscriber survey helps us learn why customers opt-out
- Quick look at the health of our email file. In the last year, our growth has been stagnant. We are losing as many email subscribers as we are gaining. every week we lose about 7,000 people to unsubscribes (a smaller number, about 1,000, is lost to undeliverables)… for that net loss we gain slightly more, about 9,000 per week
- Note: once a customer chooses an options, we lose the ability to market to them about these product categories. Indicated preferences do not always match up with a customer’s buying history or purchase affinity.